HomeMy WebLinkAboutFY 2018-2019 Media Plan STAFF REPORT
CITY OF PALM DESERT
ECONOMIC DEVELOPMENT DEPARTMENT
MEETING DATE: September 27, 2018
PREPARED BY: Thomas Soule, Tourism & Marketing Manager
REQUEST: Approve Media Plan for Fiscal Year 2018/19
Recommendation
By Minute Motion that the City Council:
1. Approve the Fiscal Year 2018/19 Media Plan, and
2. Authorize media buy expenditures with IdeaPeddler (Contract No. C37180)
in an amount not to exceed $409,000, and;
3. Authorize an additional $15,000 to be used at the City Manager's discretion
for extra work that may arise during the year, as defined and provided for in
Contract No. C37180 with IdeaPeddler.
Funds are available in Advertising Media Buys, Account No. 1 1 0441 7-43221 00, and Professional
— Other, Account No. 1 1 0441 7-4309000.
Committee Recommendation
The Media Plan was reviewed and approved as presented by a subcommittee comprising five
members of the Marketing Committee on September 4, 2018.
Executive Summary
Approval of the above recommendations will authorize the expenditure up to$409,000 as outlined
in the FY 2018/19 Media Plan, and authorize $15,000 to be used at the City Manager's discretion
for unexpected Marketing expenses that may arise during the year. Funds for this expenditure
are available in the FY 2018/19 Marketing Budget.
Strategic Plan Objectives
The City's Media Plan supports the following specific objectives from the City's Strategic Plan:
• Tourism & Marketing Priority No. 3—Attract new and developing travel/tourism markets; and
• Tourism & Marketing Priority No. 4—Support the City's tourism industry through
enhancement of its marketing efforts with an allocation of additional City resources, the
development of partnerships, and coordination of existing efforts.
September 27, 2018— Staff Report
Approval of FY 2018/19 Media Plan
Page 2of3
Background
The City supports the tourism industry and local business through implementation of a
comprehensive marketing program, which has typically focused on identifying potential visitors
and putting "heads in beds." This year marks a transition year for the City's marketing efforts, with
the hiring of a new ad agency. The strategies and tactics remain aligned with the existing
approved Marketing Plan, as the IdeaPeddler team takes a deep look at Palm Desert's current
marketing environment. Because of this, the proposed Media Plan represents a gentle evolution
of last year's approved plan.
With the guidance and approval of the Marketing Committee, the City has earmarked part of its
Marketing budget this year to engage a research partner to help gauge the number of Palm Desert
visitors who have been exposed to the City's marketing campaign. This research program is
separate from the Media Plan but informs its execution. Visitor measurement will be achieved
through digital channels, so the proposed Media Plan shifts funds toward the digital ad buy. This
is in line with marketing trends, and for the first time will allow the City to adjust its marketing
dollars to support channels that are most effective at putting heads in beds.
Efforts will focus on utilizing communication channels that reach target audiences during various
stages of their travel planning process, including:
• Continue to focus on key drive markets (Los Angeles, Orange County, San Diego County)
as well as in-valley visitors.
• Focus on native and social media channels wherever possible for content distribution versus
banner ads.
• Shift digital key performance indicators (KPIs) from clicks to engagement and quality.
• Prioritize contextual alignment over programmatic and retargeting to elicit stronger
engagement.
• Prioritize syndicated and first-party data to optimize ad placement and measure ad
effectiveness directly.
COST % OF SPEND
PRINT $60,435 15%
DIGITAL $304,989 75%
OUT OF HOME $43,400 10%
TOTAL $408,824 100%
Because media plans are often adjusted during the year as various small opportunities arise,
marketing expenditures may exceed original expectations. The contract with IdeaPeddler
provides for any work outside the scope of the agreement, including but not limited to public
relations services, design work, video production, etc., to be performed by IdeaPeddler on behalf
of the City. Such work must be authorized by the City Manager at an agreed upon project fee.
Staff is requesting an additional $15,000 be authorized for such contingencies at the City
Manager's discretion.
September 27, 2018 — Staff Report
Approval of FY 2018/19 Media Plan
Page 3of3
Fiscal Analysis
The proposed Media Plan reflects the funding requested within the FY 2018/19 marketing
budget as well as the marketing services contract with IdeaPeddler. No additional funds are
being requested as part of this approval.
LEGAL REVIEW DEPT. R .EW FINANCIAL REVIEW CITY MANAGER
N/A
Robert W. Martin A varez
Hargreaves Director of Economic t Moore Lauri Aylaian
City Attorney Development Director of Finance City Manager
VENDOR: Ideapeddler
PO Box 41928
Austin, TX 78704
ATTACHMENT: FY 2018/19 Media Plan
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